Generative AI is shifting digital commerce from browsing toward agentic search, in which consumers delegate product discovery to AI agents. We compare manual search, which accurately evaluates a limited product set, with agentic search, which screens a broad catalog through noisy representations of preferences and products. Preference complexity is the number of satisfaction-relevant dimensions that are difficult to articulate before search but readily evaluated upon inspection. Consumers have finite attention and choose search intensity: products inspected manually or preference-refinement depth with an agent. We obtain three findings. First, manual search collapses beyond a finite complexity threshold: inspection ceases, mismatch reaches the no-search benchmark, and platform revenue falls to zero. Agentic search avoids this collapse. Once refinement becomes worthwhile, it remains worthwhile as complexity rises; mismatch stays below the no-search benchmark and revenue remains positive, although articulation effort and mismatch may increase. Second, platforms rank the regimes by conversion revenue, whereas consumers also bear search expenditure. When manual inspection is sufficiently inexpensive, agentic search becomes revenue-superior before consumers voluntarily adopt it, creating an adoption lag in which consumers rationally continue manual search. Third, conditional on agentic participation, platforms may assign lower fidelity to consumers with larger attention budgets because they can offset noisier representations through additional refinement, yielding an inverted fidelity allocation. Agentic commerce thus shifts scarcity from product inspection to preference articulation, making consumers' willingness and ability to interact central to voluntary use and platform fidelity design.
Every major wave of platform software follows the same arc: an initial period of experimentation with competing frameworks and ad-hoc implementations, followed by the articulation of a small set of stable abstractions with well-defined semantics, and finally consolidation around those abstractions into a platform that applications can portably target. POSIX did this for classical operating systems; Kubernetes did it for the cloud. Agentic AI systems - autonomous, LLM-driven agents that plan, use tools, maintain memory, and collaborate - are currently in the experimentation phase of the third such wave. dozens of frameworks and protocols have emerged, but no community consensus exists on what the core abstractions are or what guarantees they carry. Without that consensus, agentic applications cannot be written portably, platforms cannot compose reliably, and the field cannot advance beyond prototype deployments. We argue that the path forward is to follow the prior-wave methodology: derive new agentic abstractions by extending classical OS and cloud OS primitives to stochastic, natural-language-mediated execution, specify their semantics precisely, and consolidate around them - just as POSIX and Kubernetes consolidated their respective waves.
Large Language Models (LLMs) have revolutionized AI services, but a critical tension emerges: while personalization improves model performance, it consumes scarce computational resources that users must share. When should a user invest in expensive Supervised Fine-Tuning (SFT) versus lightweight In-Context Learning (ICL)? How does congestion from other users' personalization choices reshape these incentives? And what strategies should platforms adopt when offering multiple personalization algorithms? We develop a tractable framework for LLM serving that captures the statistical-economic trade-offs users face. Our analysis yields several surprising insights. First, we show that ICL and SFT dominate in different regimes, determined by an interplay between pretraining coverage and data signal-to-noise ratios, but congestion can flip these rankings. Second, equilibrium resource consumption exhibits pronounced non-monotonicity: improving pretraining precision reduces the congestion, while broader pretraining coverage and harder tasks sometimes increase it. Third, we prove that offering both personalization methods never hurts the platform's maximal profits, despite potentially increasing computational load. Experiments with GPT-2 on linear regression tasks validate our theoretical predictions about algorithm performance. Complementing these results, our review of documentation from 21 major AI platforms shows that the share offering both SFT and ICL increased from 9.5% in 2021 to 71.4% in 2025, consistent with our platform-design implications.